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Fans Against All Odds

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The Russian football team Lokomotiv hasn’t won any championships since 2004. However, there are true fans who still support the team not because of their victories; these fans have never seen their club winning big because they were born after 2004. We asked them about "Loko" and heard the most sincere answers. It turned out that children understand the meaning of the Club’s slogan "Steel together" better than adults, and they love "Loko" not for something, but just like that. Just because it's their native club. Then we used their answers to motivate the team.

Clients: FC Lokomotiv

Marketing Director: Daria Spivak

Head of TV / Production: Tatiana Kozlova

Production Company

Camera: Alexey Zharkov, Boris Dzoev

Production Company: Loko TV

Producer: Kirill Breido

Creative Agency

Art Director: Dmitry Koshelev

Copywriter: Victoria Nazarova

Creative Group Head: Ilya Pryamilov

Creative Agency: Leo Burnett Moscow

PR: (head) Irina Kartina; (manager) Ksenia Sharapova

Genres: Documentary, People

Categories: Clubs and Bars, Sports and Leisure

LBB Editorial, 3 years ago